Didi Akinyelure’s trajectory from acclaimed journalist to fashion entrepreneur represents a masterclass in professional reinvention. The media powerhouse, who won the prestigious BBC World News Komla Dumor Award in 2016, has transformed her storytelling expertise into a compelling fashion narrative through her London-based brand April & Alex. Her accolades extend beyond journalism, including the University of Nottingham’s Special Excellence Alumni Laureate Award in 2018, cementing her reputation as a multifaceted talent who refuses to be confined to a single industry.
With a distinguished career spanning the BBC, CNBC, and Reuters News Agency,
Akinyelure brought her multimedia expertise to bear on building a brand that speaks to women who dare to stand out. Her transition was not merely a career change but a return to her roots, fashion runs in her family DNA through her grandmother’s tailoring business and her mother’s ready-to-wear venture in Lagos. This foundation, combined with her financial acumen from her stint at Barclays Wealth, positioned her uniquely to navigate the complex landscape of fashion entrepreneurship.
“Fashion is in my blood. As a child, my mother set up a ready to wear brand and tailoring outfit, which still exists today. I see myself as a multipotentialite; I want to be everything that I was born to be,” she reflects, capturing the restless ambition that has defined her journey
across industries and continents.
Breaking Barriers in British Fashion
As a Black woman entrepreneur in the UK fashion industry, Akinyelure’s success story carries particular significance in a sector where representation remains limited. Her achievement in securing April & Alex’s membership in the prestigious British Fashion Council and showcasing collections at London Fashion Week and Dubai Fashion Week, represents a breakthrough that extends beyond personal success. The brand’s international reach, with stockists including Nordstrom, Zalando, The Folklore and Wolf & Badger, demonstrates the commercial viability of diverse voices in luxury fashion.
Her media background proved instrumental in building the brand’s visibility. April & Alex has been featured in major publications including Vogue, Elle, Marie Claire, Harper’s Bazaar, and
many more, leveraging Akinyelure’s understanding of storytelling to create compelling brand narratives. Her approach to fashion entrepreneurship reflects her journalistic training: methodical, research-driven, and focused on authentic storytelling that resonates with her target audience. This positioning has attracted celebrity endorsements, with the brand’s apparel worn by Kelly Clarkson, Lauren Daigle, and Lucy Hale, validating its appeal across diverse audiences.
The brand’s commitment to diversity and inclusion goes beyond marketing speak. “We are a black-owned brand, and diversity, equality and fairness are of utmost importance to us,” the
company states explicitly, making clear the values that guide every business decision.
The Signature Heel Revolution
The most compelling chapter of Akinyelure’s entrepreneurial journey emerged from personal
frustration with uncomfortable footwear. As someone constantly presenting at international conferences, moderating United Nations panels, and anchoring live television, she struggled to find heels that could withstand her demanding schedule. This personal pain point became the catalyst for April & Alex’s groundbreaking footwear collection, launched in the summer of
2025 as the brand’s first venture beyond apparel.
“I wanted to create a shoe collection that was comfortable and versatile; one I could wear all day to work and also wear to a party. So, comfort, versatility, eye catching,” Akinyelure explains, describing the philosophy that would differentiate her brand in a crowded market.
Each shoe in the collection features a thick, colorful braided heel that embodies Italian craftsmanship while providing the stability and comfort that women need. The handcrafted
pieces, created by talented artisans, represent more than footwear, they are a response to an industry that has long forced women to choose between style and practicality. The collection’s launch at major retailers including Nordstrom marks a significant milestone,
demonstrating how personal need can drive industry innovation.
Building a Sustainable Fashion Legacy
Akinyelure’s vision extends beyond immediate commercial success to encompass sustainable practices and long-term impact. April & Alex uses certified reclaimed fabrics sourced from overproduction and deadstock, with circular fabric standards validated by independent institutions. This commitment to sustainability reflects her understanding of fashion’s environmental impact and the responsibility that comes with creating desirable products in an industry notorious for waste.
The brand’s sustainability model includes use of eco-friendly materials like Lyocell, a plant-based fabric made from wood pulp, and premium reclaimed textiles sourced from Italy and the United Kingdom. Their collections are produced in small-volume studios in London and Italy, employing sustainable manufacturing practices that align with the brand’s values. This approach demonstrates how emerging designers can build successful businesses while addressing environmental concerns. Her success has created pathways for other Black women entrepreneurs in fashion. Through her presence at London Fashion Week and Dubai Fashion Week, her international retail partnerships, and her media visibility, Akinyelure has become a role model for aspiring entrepreneurs who see limited representation in the industry.
“I hope for a more inclusive and diverse fashion industry. The global attention that the Black Lives Matter movement received in 2020 was great but we must push for more. We must not see this as just a trend. Representation matters,” she emphasized, highlighting her commitment to systemic change beyond individual success. Today, Didi Akinyelure stands as proof that career reinvention is possible at any stage, that personal need can spark industry innovation, and that success in one field can provide the foundation for excellence in another. Her journey from award-winning journalist to fashion entrepreneur demonstrates that the skills that make great storytellers: vision, persistence,
and the ability to connect with audiences, also make great business leaders.
As April & Alex continues to grow internationally, Akinyelure’s story inspires a new generation of entrepreneurs to pursue their boldest dreams, regardless of the industries they
choose to disrupt.
